“We are currently helping both the categories in identifying their potential target audience and engaging the target audience through targeted advertising on Facebook [using tools such as slideshow].”

Video ads can be a frustrating experience in markets such as India where connections are slow and most devices work on 2G and 3G networks. Schachtel adds:

“Slideshow is a lightweight video ad made from a series of stills, which is easy for advertizers to use and is engaging for people. We hope to launch this with some of the operators and OEMs here.”

Facebook launched Slideshow ads for emerging markets in November this year, enabling marketers to showcase their products using video-like ads, but without the bandwidth required for video.

Schachtel explains that operators are having difficulty increasing their revenue per user. Here, Facebook can help match its data to consumer behaviour and usage with that of telcos. She says:

“After we formed the target audience, the next thing we do is work with them on the creative for customized targeting through advertisements. Among smartphone vendors, we work with Micromax and Samsung, talk to them about what is happening here in India and about solutions we can provide today and also take the information back to Menlo Park and see what solutions we can build for them in future.”

Facebook has recently worked with Samsung to target consumers likely to buy their Galaxy S6 or S6 Edge device. Through Facebook ads, Samsung was able to target relevant users, reaching 41m people.